Explain Institutional advertising and concept advertising by stating an example for each.

Institutional Advertising — The aim of institutional advertising is to build a favourable image of the organisation rather than to promote the sale of a specific product or service. The emphasis is on enhancing goodwill and public trust in the company.

Example: Tata Group's "Values Stronger Than Steel" campaign focuses on the company's commitment to integrity, excellence, and social responsibility rather than promoting any specific Tata product. Another example is LIC's advertisements emphasising trust and reliability of the institution.

Concept Advertising — Concept advertising is also known as 'primary demand advertising' or 'pioneering advertising'. Its purpose is to stimulate demand for a new type of product or to change the lifestyle of people.

Example: "A diamond is forever" — this advertisement promotes diamond jewellery as a concept of eternal love rather than promoting any specific brand. Another example is advertisements promoting the use of solar energy or electric vehicles, which seek to change consumer lifestyles.